The funeral profession was arguably not an early adopter of digital services - but it’s making up for time now. The virtual world of the pandemic, the introduction of online pricing transparency requirements from the Competition & Markets Authority (CMA) and the growth of online tributes and fundraising have focused funeral directors on the importance of having a great website and good digital infrastructure. For small businesses, outsourced IT services provide a valuable solution to manage their growing reliance on technology.

This month, FDM explores some of the ways that funeral firms can explore the greater use of technology to support their business operations.

Technology continues to reshape industries, and the funeral profession is no exception. While the role of the funeral director remains central, rooted in compassion and tradition, today’s families and planners increasingly expect the same accessibility, clarity and convenience they receive in other aspects of their lives. Searching online is often their first form of contact.

With nearly 98% of the UK population online, digital search is now the starting point for most consumers, even when planning a funeral. Families increasingly expect to compare services, pricing and providers with the same ease they experience in other areas of life. The Farewell Guide, an independent funeral planning and comparison site, meets this need by offering a trusted space for consumers to explore options for free, while providing funeral directors with paid digital visibility, compliance support and marketing tools that help them stay discoverable in a changing landscape.

At times of grief, many people prefer to use technology to avoid repeating and reliving the detail that their loved one has passed, choosing instead to gather information privately and efficiently. The ability to weigh up initial options and pricing online, all in one place, offers a more comfortable starting point.

For funeral directors who pride themselves on providing a personal touch and are accustomed to walk-in referrals or community reputation, adapting to this digital shift can feel daunting. However, tools such as The Farewell Guide are helping both businesses and consumers navigate the change.

The Farewell Guide enables consumers to compare providers, services and pricing side by side. Crucially, it offers a trusted space where independent funeral directors and groups are presented together, helping families make informed decisions with confidence.

Technology will never replace empathy, but it can strengthen the service funeral directors provide. Platforms like The Farewell Guide balance tradition with innovation, ensuring families feel supported and that funeral directors remain at the heart of their communities.

Reproduced with the kind permission of the National Association of Funeral Directors.